Wrap It Up!

Venue: Wrap It Up!

Food: Wraps – Burritos, fajitas, roti etc

Cost: £4-6

Rating: 67%

http://www.wrapitup.co.uk/

http://www.facebook.com/pages/Wrap-it-Up-World-Gourmet-Wraps/112657155458071

The latest player on the Soho wrap scene, the Wrap It Up! franchise cut its teeth in the City before moving westwards and landing in St. Annes Court with outlet number four. It certainly created a buzz with opening week discounts and successful free lunch day.

Much respect to franchise owner Faisal and his expansion tactics. They have found a good location, the brand itself is strong and Internet engagement encouraging, as was witnessed by the lengthy queue of bargain hunters seeking free feeding. Given this, there is surprisingly no current Twitter engagement. My question regarding this was met with bemusement by a member of staff, who asked me “What is Twitter?”…

As I often say, ultimately a wrap is a wrap. I like the idea behind 5 different nationalities of wrap under one roof and takeaway Fajitas are a relative rarity, but on the flip side Wrap It Up! lacks the specialisation of a Benito’s Hat or Yalla Yalla. A big positive is the tiered system of sizes and prices, so rarely found in takeaway establishments of this kind. I assume this is something designed to appeal to the female market, who do not wish to be confronted by a burrito accounting for half their body weight on a Tuesday lunchtime.

Sadly, despite having many virtues, the whole package did not quite come together.  Whilst the quality of ingredients is not in doubt, I have already experienced a Fajita and heard tale of a burrito that were not warmed through enough, while a Caribbean roti (with curried lamb) had a disappointing dough, but this may have possibly been a victim of speedy mass production on free lunch day. It is also currently quite a bleak establishment (décor wise) and lacking a little soul. 

Although I can optimistically overlook the negatives and am happy to allow time for improvement before a final conclusion, first impressions from my colleagues were not overwhelmingly positive. In short, a few small improvements might go a very long way indeed.

Taste 6

Portion size 8

Service 7

Speed 7

Originality 6

Choice 8

Workability 7

Office response 4

Value for money 6

Brand 8

Overall: 67%

Mooli's

Venue: Mooli’s, Frith Street

Food: Indian roti rolls

Cost: £4-5

Rating: 83%

www.moolis.com

facebook.com/moolis

moolis.blogspot.com

Twitter: @moolis

"We love Soho, we hope Soho loves us”.

Mooli’s burst onto the Soho scene in late 2009 and the above quote (from co-owner Mathew when I spoke with him earlier this month) encapsulates the essence of Mooli’s. They understand Soho and they understand their customers. From their innovative use of the Internet, with a growing following on Twitter and Facebook, to their originality and quality product, Mooli’s has found a niche in the market and truly stands out from the crowd.

Set up by two fine chaps  who got bored with their corporate jobs and display clear passion and pride in their venture, Moolis has fast became a hit with the Soho workforce. For those still slightly puzzled and in need of a definition, a mooli is a freshly made Indian roti roll, similar to a wrap but made from Indian flatbread and packed with intriguing ingredient combinations, either meat or veg based and complemented with salsas, chutneys and salad...if adventurous add on their poppadom bites.

Whilst the menu is not overly extensive, what it does offer is generally superb, with my personal endorsements being directed at the Punjabi goat and Goan pork filled moolis.  In the interests of a balanced review, I must admit to having issues with the chicken mooli, in that it seems to be the one mooli that consistently falls apart mid-meal and I also question the presence of apple within it.

This however should not detract from the overall high quality displayed, rapid service and clear thought behind the menu.

In a world where restaurants and other food outlets still seem to struggle to embrace 21^st century digital technology and marketing, the Mooli’s brand is as strong as any other independent establishment in Soho. Their communications are commendable, from Twitter (follow @moolis for regular tweets from Mathew – I would like to term them ‘twoolis’) and Facebook, to an impressive main website and blog, charting the history and continued rise of Mooli’s in a fun and engaging manner, such as their long search for the perfect fresh bread and a machine with which to make it, the Moolita!

Original, smart and a high standard. I do not think Mooli’s has to worry too much about Soho loving them.

Expansion must surely be on the agenda….

Taste 9

Portion size 8

Service 7

Speed 10

Originality 10

Choice 6

Workability 8

Office response 9

Value for money 6

Brand 10

Overall: 83%

TOP SCORE SO FAR!